It's What's Inside That Counts

Mother New York designed Wired Magazine’s 2012 annual concept store
with a theme inspired by the magazine’s “What’s Inside”
monthly feature. The store pops-up each December to showcase innovative products
and technologies of the year. Mother created a comprehensive shopping platform:
the team architected the space, designed custom furniture and fixtures, created
a special design language, and worked to curate the year’s best products.
With the help of The Guild and Zing Revolution, large-scaled interactive
installations were built to amplify the featured products. One item, the LG
Optimus G mobile phone, is presented alongside a wall-sized screen illustration
of its insides where observers can interact with its features. Work by photographer
and artist Todd McLellan from his series “Disassembly” was displayed,
featuring old world technology aesthetically exploded. Explains Piers North,
Mother Creative Director: “The most seemingly inane components of a
product – what’s inside of it – is what makes it function.
If we can understand how those components work individually – how its
design makes it work holistically - that is beautiful.”